Bell Let’s Talk

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Objective:

How could Bell stand out in the crowded cause space and become synonymous with Mental Health? For Bell, any strategy had to build on its core business: Connecting people.

Target Group:

Consumers / General public

Strategy and Media Used:

The campaign from Lg2 has been running since January 2011 on OOH, TV, radio, print, online and social media. In its first year, six-time Olympic medalist Clara Hughes helped establish Feb. 9 as “Bell Let’s Talk Day” where every call, text, and retweet triggered a five-cent donation to mental health initiatives from Bell. It has since added new spokespeople who also overcame severe cases of mental illness and a redesigned website to allow for user-generated content.

Results:

During the campaign period, top-of-mind awareness of Bell’s support for mental health increased from 35% to 62%, making Bell the leading brand associated with the cause. The campaign leveraged nearly 500 million communications and generated almost $24 million in Bell donations. In 2015, 4,775,708 tweets were reported on a single day, making #BellLetsTalk the number one trending worldwide hashtag.